Designing packaging for older consumers

The over 65s are an important market as this is the
fastest growing segment of the UK population. The
ageing process is accompanied by a decrease in sensory
perceptions such as smell, taste, vision and hearing, as
well as body movement. Therefore there is a
requirement for food and drink products that meet these
changing needs.

We carried out observational interviews to understand
the challenges that older consumers face when opening
packaging. This was done as part of a member funded
research project on designing food and drinks for
personalisation of diets for different life stages.
We asked consumers how easy it was to read and
understand the food preparation instructions on
packaging. The products that consumers rated as the
most readable and understandable were those that used
large, bold text and clear and simple instructions.

We also asked the consumers to assess how tab size
affects how easy it is to peel back the film lid on ready
meals. The preferred tabs were those that were large,
easy to tear, came away cleanly with little resistance and
no tearing.

Our consumer testers also said they had problems
opening induction seals, jars and cartons.